Dan: Journalism isn’t in trouble – it is going to change and adapt – you don’t necessarily need organizations, but orgs help. Reporters pitch editors, editors pitch other editors, and if you don’t make the cut you don’t get on the page.

Quote from Tom Friedman – amazed at number of Journalists who hate people. Journalists are something of Entrepreneurs – they need to be willing to connect with people, with each others, and share ideas.

Etan: the idea of branding or self-promotion is blasphemy to many journalists. But, they need to make sure blogs cover their articles, articles should show on DIGG, etc. If it’s not good content, why not promote it? Dan: But if you look at stats for stories some don’t really get read.

Kevin – Now with online you can really understand what is driving readership daily – and who those people are. As opposed to Audit Bureau of Circulation numbers – which have less accuracy.

Journalists wouldn’t normally quote other paper’s articles – but now web properties would link to other paper’s stories if the story is relevant.

Etan- Twitter posts can point to blog posts that lead to hundreds of comments. Once his blog is so well read, he can really have the discussion of “What is News” vs. What are people interested in reading.Kevin Sablan – Didn’t start a new Twitter account related to the fires – they used their own followers and own audience . They also did a lot of listening. They did create a page that aggregated Tweets About the California fires, and it was a useful resource for them and for everyone

Talking about practical ideas for helping companies relinquishing control, naked PR and the need for companies to develop social models for communication

Every company has to address the fact that Walled Garden PR is over – except Apple. Until recently – the last few days – about his hormone imbalance announcement. Blogosphere created such pressure along with mainstream media that they had to disclose what was going on.

Corporate commnication can’t be closed off – when you open up to all other company areas – there’s major fear.

Top 10 list of things that need to happen:

Good conversation doesn’t scale – you need to accelerate it – let more people have relationships and facilitate more conversations.

Don’t forget to question tactics – embargos, ndas, etc – many of these things don’t work for bloggers, social media.

There’s an incredible amount of social media content creation right now – it is now a low risk thing to create content.

Social Media is called Social for a reason – put what you’re doing through that filter.

About The Group

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The Harbrooke Group specializes in helping companies and nonprofits communicate with their customers and stakeholders using the latest digital tools. We are specialists in content creation, storytelling, and translating difficult concepts into business english. Harbrooke brings a network of additional consultants from around the world together for different projects based on their unique capabilities and experiences.